November 11, 2011
First, there were 4 Ps in the marketing mix:
- Product: what you sell which paradoxically includes professional services
- Price: how much you charge for your product
- Place: where you sell your product
- Promotion: how you promote your product
The 5th P of Marketing
Then some one added a 5th P: People
This addition makes sense. People are the most important element of marketing.
It is after all people who plan, prepare and implement marketing activities.
From the client perspective, from individuals to large impersonal organizations, it is people who are sufficiently motivated by the marketing process to make the decision to purchase professional service from us.
3 More Ps
In an already crowded marketing mix, we can now add 3 more Ps: Pull, Push & Permission Marketing
Basically, pull marketing involves posting an ad with the purpose of pulling or drawing prospects to you. Typically applied to online advertisements, this concept can also apply to offline advertising.
The purpose of your website or blog is to pull prospects to you, to qualify them as prospects and identify how you can help them.
Push marketing on the other hand is about pushing your message directly to the prospects, usually by email. Newsletters and special promotions push your message at prospects, clients and network contacts. Hopefully they will like what you are telling them enough to contact you for further information.
For those of us who hate SPAM, permission marketing is the brightest light on the horizon. The basic concept of this approach is that you can only email electronic e-mail to those people who have agreed to let you do so. I only wish the same provisions were applicable and enforceable for telemarketers and door-to-door canvassers.
8 Ps In The Marketing Pot
So with all of these Ps in the marketing pot, what does it all mean for those of us who just want more clients for our professional services?
It seems to me that if we stick to the basics, the issues swirling in a pot of Ps will sort themselves out.
If for example, we consider the basic purpose of marketing to be attracting more and better clients, (which includes repeat clients), the Ps will take care of themselves.
If we offer a product, that people…including corporate types…are prepared to buy at our suggested price, we are almost halfway there.
In order to promote the benefits of our product, we must go to the online or offline places where we can connect with prospective clients. Some promotional initiatives will be intended to pull prospective clients to us, while others will be intended to push our message at prospective clients and referral sources, provided of course, we have their permission to send our messages to them.
There you have it…the 8 Ps of attracting more and better clients.